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An Emerging Wine Region: Tourism, Education and Sharing the ‘Love’

In: Management and Marketing of Wine Tourism Business

Author

Listed:
  • Richard N. S. Robinson

    (University of Queensland)

Abstract

This case study describes and evaluates the development and broadly shared benefits of a partnership between a university and an emerging wine region and its wine education institute. It demonstrates that, with both vision and a view to extracting maximum value from a partnership, the affordances can multiply beyond the obvious and intended initial beneficiaries—the students for whom the programme was designed. The catalytic value of wine is therefore highlighted.

Suggested Citation

  • Richard N. S. Robinson, 2019. "An Emerging Wine Region: Tourism, Education and Sharing the ‘Love’," Springer Books, in: Marianna Sigala & Richard N. S. Robinson (ed.), Management and Marketing of Wine Tourism Business, chapter 0, pages 365-369, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-75462-8_18
    DOI: 10.1007/978-3-319-75462-8_18
    as

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